Arzo concept
Building a detailed business model to empower artists with AR (augmented reality), an emerging technology.
To have an idea of the technology that's open source and already available, scan the above QR code on your phone (assuming you are currently on a computer), allow camera privileges and then point it at the puppy. This example is provided by Pictarize and is a simple demonstration of what is possible using AR in this way. Please note, all graphics in this project have been created by others, my aim with Arzo is to explore how to create the system to allow creatives to take advantage of AR.
Put simply, on the surface Arzo would make art prints that, with help from your phone, behave like a window to unique and interesting digital worlds created by artists. This is done using physical art prints that have a QR code in the corner to scan, access and then point the AR at the physical print. However saying this, and actually implementing it is a whole different story. Below you can find a process flow diagram that shows exactly how I would design and launch this system in different stages. You can download the PDF if you would like to zoom right into the diagram.
Each section is split up into different priory updates to make sure that the implementing and testing of the platform can happen as quickly as possible. Realistically, this process flow would change as these updates were implemented due to the data generated from early implementation. This would happen from the completion of stage 1, the minimum viable product to take to market. Considering this, a second flow diagram has been created to outline the bare minimum components to get this system off the ground.
This system would balance the interactions between artists uploading work, the data/art files stored within Arzo and the buyers of the work itself. Each stage would aim to make these interactions as easy as possible for the producer and consumer of the art.
The idea behind Arzo
Arzo creates a market place for digital art that is simple to use, easy to access and provides value to customers.
Creatives are finding new and unique ways to express themselves through the use of digital tools such as producing detailed 3D models or beautiful animations. However, despite the growing interest surrounding digital art, it is difficult to sell and earn a living from. Artists currently have two options if they want to sell their work directly:
Try to sell to a business/organisation. This could include having to undersell themselves, change their artistic vision or lose ownership of their work. Before this happens, the artist still needs to convince the business that their work will somehow provide value to them.
Turn their art into an NFT. Whilst NFT’s have become popular in the news, it is still very complicated to create and buy the artwork with large fees of up to $200 just to make a transaction happen. After this, it is very easy for scammers to pirate the art work making most people question the value of paying for it in the first place.
Alternatively, Arzo turns digital art into income for creators through the combination of print on demand products and preexisting augmented reality technologies. Artists upload 3D models, animations, gifs or videos to the website along with a 2D version of the art that is used to create physical prints. Once these prints are sold and delivered to customers, they have a QR code in the corner that when scanned shows the digital artwork as augmented reality inside a mobile browser. This means that the artists can focus on creating art and customers can pay for physical products that have the added value of easily displaying the digital work they love.
Solving the problem of digital art sales
Currently there is no easy way to sell digital art to customers. There are two issues that cause this, a complicated onboarding process that scares most buyers away and a lack of value delivered to customers if they decide to go through with a purchase.
The main method to sell digital art at the moment is through NFT’s. However, due to its complicated nature and the large fees involved, this space is dominated by investors rather than customers interested in art. With industry experts warning people of scams, piracy and a large negative impact to the environment, it is clear to see why people do not want to be involved with this marketplace. Despite this, there was a 1591% increase in active NFT art collections from the start to the end of 2021 showing that there is definitely a growing need to buy and sell digital art. The majority of this activity is generated by people uploading art, not buying it, reports have indicated that nearly 95% of projects will fail to generate buyers upon release.
With NFT’s being the only way to sell directly to customers, there are multiple problems that need to be addressed. Whilst Arzo solves many issues indirectly by being an alternative to this marketplace, the main problems that it focuses on are how to simplify the process of buying, selling and enjoying digital art and why customers would want to purchase digital art in the first place.
The user base
Arzo’s main customers are digital artists, tech savvy creatives around the age of 30-35 that have a large social following they want to sell to. Independent artists who create content with the intention of earning money from it, this could be by directly selling to their audience or through organisations that commission them for murals, advertisements or other forms of art. They would prefer to focus on creating art rather than running a business and find the act of selling their work a tedious or difficult process.
In addition to content creators that use Arzo as a tool to sell, the buyers of the digital art work are important as well. This would be young adults aged 20-25 with disposable income looking to support their favourite artists. In addition, young adults who are moving into a new place or redecorating their current home that want to display their tastes in a unique and fun way. They would be interested in status symbols, showing off to friends/social media and like being perceived as cool by their peers.
Monitisation
Arzo will make money through a marketplace model. Whenever an artist uploads a project to Arzo, they are able to set their own commission amount, this could be 0%, 20% or even 200%+. The base price is set by us and includes the cost of producing the print, shipping, hosting the augmented reality and Arzo’s profit. For example, the price Arzo would charge for an A4 print would be £15, if an artist wants 50% commission (£7.50) then the final price would be £22.50. Customers only see and pay the combined total.
It’s free for artists to upload their first two projects, this allows them to try the system out and start generating sales, after this a subscription of £35 a month will be available allowing them to upload an unlimited number of projects.
In addition to this, customers can optionally pay for a £7 a month subscription to customise the space around the digital art of their prints. This could include decorative frames, showing their name as an owner, the print number or any other message that would be visible to people viewing the digital art.
Prices are subject to change upon further development.
The philosophy behind the project
Arzo’s main objective is to turn digital art into income and support the growth of the digital creative industry. This will result in artist’s being rewarded financially for their creativity, a faster adoption of digital technologies such as augmented reality that will enhance the creative industry and demonstrate to businesses/organisations that working with digital artists will generate value for them.
In regards to on location like London specifically, the use of murals that can connect to the digital world on our high streets will allow creatives to express Londons culture in new and interesting ways whilst generating revenue. An added benefit to this is that organisations will be more likely to fund these projects when they could have a cut of the revenue generated by them, this will result in more art projects being displayed through the streets of London. To give an example, the scaffolding company that is currently working on Big Ben could be generating revenue with the help of a digital artist by allowing them to replace the ugly cloth with a beautiful and interactive piece of art.
Arzo helps the digital creative industry to generate income and focus on creative expression. The economic benefits to artists and businesses will encourage more art to be displayed on grander scales allowing the general public and wider community to explore and own the culture of London or any other location with ease.
In addition, by offering an alternative marketplace to NFT’s, Arzo helps to reduce the negative impact on the environment that is currently being created by this industry.